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Can AI write good marketing copy? Part 2 - ChatGPT's white paper

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This is part 2 of our 3 part white paper series on generative AI in content marketing, specifically looking at how companies can use generative AI to support their marketing plans, examine some of the limitations the technology still faces and consider what our relationship with these tools might look like.

Part 1 was written by the writers at Ascribe.

Part 2 (below) is the exact same white paper, with the exact same prompts that were provided to our writers, except given to ChatGPT.

Part 3 is a comparison of our work to that of ChatGPT.

Embracing the New Wave: Generative AI in Content Marketing


Welcome to the era of generative AI, where the lines between human creativity and machine efficiency are blurring more than ever. As marketers, we're always hunting for the next big thing that can catapult our strategies into the stratosphere. Generative AI, with its ability to churn out content at an astounding pace, might just be that game-changer. But hold your horses! It's not all sunshine and rainbows. Knowing when to harness this power and when to step back is crucial. Let’s dive in and explore this dynamic landscape together.

The AI Advantage in Marketing

First things first, what’s this buzz about generative AI? Simply put, it’s a type of AI that can create content – think articles, social media posts, even artwork – from scratch. It's like having a robot Picasso in your toolkit. But it’s not just about cranking out content; it’s about doing it smartly.

When AI is Your Best Friend

  1. High-Volume Content Needs: Picture this - you’ve got a mountain of product descriptions to write. Your deadlines are glaring at you, and time is a luxury you don't have. Generative AI swoops in like a superhero, creating content at lightning speed. It’s perfect for when you need to produce a lot of material in a crunch.

  2. Data-Driven Personalization: AI loves data. It can gobble up all the information about your audience and spit out content that speaks to them on a personal level. Tailoring emails, product recommendations, or even ads becomes a walk in the park.

  3. Ideation on Steroids: Need a burst of ideas for your next campaign? Generative AI can be your brainstorming buddy, offering a smorgasbord of concepts and headlines. It’s like having a creative assistant who never sleeps.

But Wait, There’s a Catch

Generative AI isn’t a magic wand. There are times when its charm doesn’t work quite as well.

  1. Deeply Human Stories: AI can juggle words, but it doesn’t truly “get” human emotions. When your campaign is all about touching hearts and evoking feelings, it’s your human touch that counts.

  2. Brand Voice Nuances: Your brand voice is like your fingerprint – unique and distinctive. AI might struggle to capture those subtle quirks and personality traits that make your brand, well, yours.

  3. Complex, Niche Topics: If you’re dealing with specialized content that requires in-depth knowledge, AI might not be your best bet. It’s like asking a novice to do a specialist's job

Best Practices for AI Deployment

So, how do you strike the perfect balance between AI and human creativity? It’s all about playing to each other’s strengths.

The Human-AI Tag Team

Think of AI as your initial draft maker. It lays the groundwork, and then you jump in to add the finesse – the emotional depth, the brand-specific nuances, and the expert touch. This duo can work wonders!

Stay in the Ethical Lane

With great power comes great responsibility. Using AI means being mindful of ethical considerations like plagiarism and transparency. It’s about creating responsibly and honestly.

Keep AI in the Loop

Just like any skill, AI gets better with practice. Keep feeding it fresh, relevant data. The more it learns, the more accurately it can reflect current trends and audience preferences.

Wrapping Up Part One

Generative AI in marketing is like a double-edged sword. It offers incredible opportunities but requires careful handling. Understanding when to leverage its strengths and when to rely on good old human intuition is key. In Part Two, we’ll dive deeper into the practical applications, ethical considerations, and how to seamlessly integrate AI into your marketing mix.

Part Two will further explore the practical applications of AI in different marketing scenarios, delve into the ethical landscape surrounding AI-generated content, and provide insights on seamlessly blending AI capabilities with human creativity to create impactful marketing campaigns.

Navigating the AI Tide: A Marketer's Guide to Generative AI

Harnessing AI's Potential

We've dipped our toes into the world of generative AI, understanding its strengths and limitations. Now, let's wade deeper into how we can ride this wave to marketing success. It's about being smart, savvy, and a tad bit creative in blending AI's efficiency with human insight.

AI in Action: Where It Shines

  1. Customized Content at Scale: Imagine personalizing content for thousands of customers. AI can analyze user behavior and preferences, generating targeted content that speaks directly to each segment. It's like having a bespoke tailor for your digital content.

  2. SEO and Keyword Magic: SEO can be a tough nut to crack. Generative AI can analyze search trends and integrate relevant keywords seamlessly into your content, making sure you hit those SEO sweet spots.

  3. Social Media Savvy: Keeping up with the fast-paced world of social media can be daunting. AI can help generate quick, timely posts, ensuring your brand stays relevant and engaged with its audience.

The Human Touch in a Digital World

Despite AI's prowess, the human element in marketing remains irreplaceable.

  1. Storytelling with Soul: When it comes to storytelling, nothing beats the human touch. It's about weaving narratives that resonate on a personal level, something AI is yet to master.

  2. Brand Voice Consistency: Your brand's voice reflects its personality. Maintaining this voice across all content requires a human understanding of tone, style, and context – areas where AI still plays second fiddle.

  3. Complex Creative Campaigns: For campaigns that require out-of-the-box thinking or deal with complex, nuanced topics, human creativity leads the charge. AI can provide data and suggestions, but the final creative output needs that human spark.

Ethical AI Use: A Marketer's Responsibility

Using AI responsibly is non-negotiable. It's not just about legal compliance; it's about building trust with your audience.

  1. Avoiding Plagiarism: Always ensure that AI-generated content is original. Regular checks and balances are essential to avoid unintentional plagiarism.

  2. Transparency is Key: Be upfront about using AI. Consumers value honesty, and being transparent about AI use can actually enhance your brand's credibility.

  3. Data Privacy Matters: In an age where data is gold, respecting user privacy is paramount. Ensure that your AI tools comply with data protection regulations and ethical standards.

Integrating AI into Your Marketing Mix

Blending AI into your marketing strategy doesn't have to be overwhelming. It's about finding that sweet spot where AI complements human effort.

  1. Start Small: Begin with tasks like data analysis or generating basic content. As you grow more comfortable, gradually increase AI's role in your strategy.

  2. Continuous Learning and Adaptation: Stay updated on the latest AI developments and continually train your AI tools with new data and feedback. This ensures that your AI remains effective and relevant.

  3. Collaborative Creativity: Encourage a culture where AI and human creativity collaborate. Use AI-generated insights and suggestions as a springboard for human-led creative endeavors.

Looking Ahead: The Future of AI in Marketing

The future of marketing is a fusion of AI efficiency and human creativity. As AI technology evolves, we can expect more sophisticated applications in content creation, customer engagement, and data analysis. The key to success will be in how well marketers can adapt to this changing landscape, leveraging AI's capabilities while staying true to the human essence of their brand.

Final Thoughts

Generative AI is not just a tool; it's a partner in the creative process. Its potential in content marketing is vast, but it requires a balanced approach, ethical use, and a deep understanding of its capabilities and limitations. By blending AI's power with human creativity and insight, marketers can craft strategies that are not only efficient and data-driven but also resonant and deeply human.

This concludes our two-part dive into the world of generative AI in marketing. We've explored how to effectively and ethically integrate AI into marketing strategies, ensuring a harmonious blend of technology and human creativity. As we move forward, this balance will be key to crafting impactful, engaging, and successful marketing campaigns in the AI era.

How Ascribe can help

At Ascribe, we’re known for producing high-quality original content, but many of our clients also rely on us for editing services. We’ve taken long, complex technical reports and turned them into concise, accessible documents for a general audience. We’ve rewritten brochures, blog posts and other copy to incorporate a strong brand voice without altering the basic content. And we’ve made countless documents more engaging and scannable with basic line-by-line editing.

Whether we’re writing or editing, our end goal is the same: to produce highly appealing, readable content that delivers the right message in the right way for each client. And we can do the same for AI-generated content. We can do line-by-line editing for mechanics and fact checking, a stylistic update to ensure your brand is well represented, or a complete overhaul if the text isn’t quite what you had in mind.

To learn more about how we can help you put your best foot forward, contact us today.

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